Web Sitings: How Fader Media Is Offsetting Print-Revenue Decline
Visiting TheFader.com brings users to a site screaming with images, multimedia and opportunities to engage with content under the banners Music, Style, Art+Culture, Fader TV and more. The site is updated eight to 12 times a day with breaking news, MP3s, streams, downloads, slide shows, videos, concert reviews, event previews and more—or, in Cohn’s words, “basically all the content you can’t cover in a long-lead print magazine,” much of it completing experiences the reader may have begun in Fader magazine.
Although Cohn says traffic is “very well-dispersed” across TheFader.com’s sections, it’s worth noting that the most popular segment, Music, is largely media clips that can’t be captured in print. The next most popular segments, Style and Blogs, are similarly suited to the Web with videos, live links or frequent updates that leverage the interactive experience.
Creating online content ranging from long-form text to intimate concert videos is daunting, but Fader Media is staffed expressly for this purpose. “Our editorial staffs have all been hand-selected as content creators, not print journalists,” explains Cohn. “They all have multiple levels of expertise in print/online/video—and then there is a lot of learning as we go, getting both positive and negative feedback, and making adjustments so we are delivering what our audience wants and how they want it.”
Sounds a little bit like starting a magazine.